Milkymap is divided into 3 levels: 1. Milkymap details, 2. Episodes and 3. Touchpoints.
Milkymap title is the meta data about you Customer Journey Map. In the description you can mention the persona, goal of the map, KPI's that are involved or the context of the map. You can also add who was involved in the workshop that was held for creating the Milkymap. Next to the description, you choose the attachments, the language, an image, the sector and if it is the current or future state. Are you mapping the situation as it is now, then select current state. If you want to map the ideal situation, the situation you would like it to be for your customers, then select the future state.
Every Milkymap starts with 'I', which stands for the customer, user, student, patient, citizen, etc. E.g.: 'I buy a new car'.
See the image below with the first screen for making a new Milkymap.
Based on years of experience, we advise you to build your Milkymap with 5, 6 or 7 episodes. These episodes are the steps the customers go through in the journey. See them as chapters in a book. The episodes are the collection of touchpoints happening in the customer journey.
Every episode starts with 'I', which stands for the customer, user, student, patient, citizen, etc. E.g.: 'I look for options'.
In every episode you create 15 to 20 touchpoints. A touchpoint is the activity a customer is doing in a certain channel with a specific reason/intention. This is the need of the customer. Every touchpoint starts with 'I', which stands for the customer, user, student, patient, citizen, etc. Then you use an active verb, followed by a channel. You end up with a reason/intention. E.g.: 'I visit the website, because I want to cancel my order'. Now you have captured the complete activity of the customer in a certain channel with a reason, so it is clear what the customer is doing.
Per touchpoint you can add the emotion, attachments, an image, customer satisfaction score, importance to customer of this touchpoint and importance to the organization.
When you conclude your last touchpoint in the last episode, you can finish the Milkymap and you can present it to or share it with your colleagues or friends... :-)
Good luck with Milkymapping!